June 30, 2016

A question I am often asked by clients is what percentage of people that start to place an order online actually complete it? What percent of people online place something in their shopping cart but don’t buy, book the flight, complete the hotel reservation, or buy the performance ticket? According to a recent study by Catchpoint (reported by MediaPost), shopping cart abandonment rates run between 60 and 80% of all online shopping experiences.

According to the research study, smartphones have created much of the challenge. More customers may just be putting items in their cart to buy later from their desktops. Or, save a product to their mobile site shopping carts to eventually buy in a brick-and-mortar store, a sort of “reverse-showrooming.” Shopping cart abandonment may not be a lost opportunity as much as precursor to a future sale on a different device or through a different channel concludes the report.

Some causes of abandonment, like page and interface design and performance issues, are within your control. Of course, there is the issue of comparison shopping with customers having multiple browser tabs open to check different sites at the same time. They only complete the transaction at the site that has the lowest price, including shipping. This phenomenon is especially common for travel booking sites, leading to the rise of travel aggregator sites. Finally, the study shows that the No. 1 cause of abandonment is shipping charges or other unexpected costs at check-out.

Bottom-line: There are a lot of reasons for abandonment but the key is to track it! Make sure you are looking at your conversion ratio – number of people that go to your cart page (URL) vs. the number of orders you are getting from these page visitors. Increasing this ratio (lowering abandonment) is probably far more important than getting more people to visit your website.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: